New Genre emerging and being discussed / dissed. There is a pretty distinct sound. video here
I think under this banner you could group Thieves Like Us /Ladyhawke / Pnau / Grum / Teenagers / Delorean / Anoraak / etc
I’m quite partial.
Importantly for brands there is, I believe, a return to pretty distinct informed and non informed groups (opinion formers vs mainstream / alt vs mainstream / what ever you want to label them) Around 2002 - the peak of big record labels - pretty much everyone knew or could find out every new credible track / artist emerging. You really didn't need the style press to tell you about Eminem. what more was there to know? Sure enough the british style press died. Because there was almost no distinction between mainstream and leading edge.
Fast forward to today - there is so much content (and noise) an entire music scene can now develop and exist almost entirely away from mainstream consciousness. It is a step back in time and suggest that the market for a style press, filtering, judging and introducing stuff to more mainstream awareness now re-exists. Especially for older consumers who don't have the time to know about this stuff but do have an interest in it..
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